Gamification (eBook)

Dr. Stefan Stieglitz is professor and head of the research group for Professional Communication in Electronic Media / Social Media at University of Duisburg-Essen, Germany. His work has been published in reputable journals including Journal of Management Information System (JMIS), Business & Information Systems Engineering (BISE), International Journal of Social Research Methodology, and Management Information Systems Quarterly Executive (MISQE). In his research, he investigates user behaviour and technology adaption of information systems in organisational contexts.Dr. Christoph Lattemann is professor of Business Administration and Information Management at Jacobs University Bremen, Germany. His research encompasses the two major global trends: Digital Transformation and Globalization. He is the founder and director of the Design Thinking Lab at Jacobs University - the D-Forge, and director of the Jacobs Research Center for the Studies of China and Globalization. He held Visiting Scholar positions at Harvard University, JFK School of Governance and Stanford University. He has published 7 books and more than 150 articles. He has taught courses in top international MBA programs and Universities. Formerly he held senior positions in project management in the financial industry at the German Stock Exchange and is still consulting governmental institutions and companies. Dr. Susanne Robra-Bissantz is full professor of Business Information Systems Research at Technische Universität Braunschweig, Germany, since 2007. There she holds the chair of Information Management. Her research focusses on innovative and customer oriented E-Services, with special interest in collaboration mechanisms for social media, context sensitivity, service design and service-eco-systems. She has published more than 100 peer-reviewed papers and acquired multiple projects (more than 2 Mio Euro) from industry and public funding. Before that she did her habilitation and Ph.D. at University Erlangen-Nürnberg.Dr. Ruediger Zarnekow holds the Chair for Information and Communication Management at Technische Universitaet Berlin. His research focuses on IT Management, Digital Business Models, Cloud Computing and IT Service Management. Previously, he worked at the Institute of Information Management at the University of St. Gallen, Switzerland, where he lead the competence center “Industrialization of Information Management”. Prof. Zarnekow has been working as a consultant in the area of IT management and digital business models for many years. As an author he has published various books and research articles.  Dr. Tobias Brockmann studied information systems at the University of Muenster and successfully finished his PhD there. He published his research related to the field „Mobile Enterprise“ in academic Journals like the Management of Information Systems Quarterly Executive Journal or the Mobile Information System Journal. Moreover his work was published on international conferences e.g. the European Conference on Information Systems or the American Conference on Information Systems. Dr. Brockmann managed the Competence Center Connected Organization at the University of Duisburg-Essen for two years. Now he is co-founder and Head of Operations at innoscale AG.

Contents 6
About the Editors 8
List of Figures 10
List of Tables 12
Fundamentals, Concepts, and Theories of Gamification 13
1 Introduction to Gamification: Foundation and Underlying Theories 14
Abstract 14
1.1 Introduction 14
1.2 Foundation 16
1.2.1 Definition 16
1.2.2 From Play to Game and Gamification 17
1.2.3 Gamification Design: Game Mechanics, Dynamics and Aesthetics 18
1.2.3.1 Game Mechanics 19
1.2.3.2 Game Dynamics 21
1.2.3.3 Aesthetics 21
1.3 Gamification Underlying Theories 22
1.3.1 Motivation Theory 23
1.3.2 Extrinsic Versus Intrinsic Motivation 23
1.3.3 Player Types 23
1.3.4 Achievement Goal Theory 24
1.3.5 User Experience: Flow Theory 25
1.4 Summary 26
References 27
2 Gamification and Behaviour 30
Abstract 30
2.1 Introduction 30
2.2 Influencing Behaviour 31
2.2.1 Motivation 31
2.3 Cultural Influences 32
2.4 Social Influences 35
2.5 Behaviour Change Theories and Methods 35
2.6 Discussion and Conclusion 37
Acknowledgments 38
References 38
3 Gamification Analytics—Methods and Tools for Monitoring and Adapting Gamification Designs 41
Abstract 41
3.1 Introduction 41
3.2 Activities in Gamification Analytics 42
3.2.1 Business Modelling and Requirements 43
3.2.2 Design Workflow 43
3.2.3 Implementation 44
3.2.4 Monitoring and Adaptation 45
3.2.4.1 Inspection and Exploration of Application Data 45
3.2.4.2 Inspection and Exploration of Gamification Data 46
3.2.4.3 Gamification Design Adaptation 48
3.2.4.4 User Groups of Interest 49
3.2.4.5 Simulation 50
3.3 Tool Support for Gamification Analytics 50
3.3.1 Bunchball Nitro Analytics 51
3.3.2 Gigya Gamification Analytics 51
3.3.3 DeltaDNA 51
3.3.4 GameAnalytics 52
3.3.5 GAMEhud 53
3.3.6 HoneyTracks 53
3.3.7 Upsight 54
3.3.8 Assessment Result Summary 54
3.4 Summary and Outlook 56
References 56
Open Innovation, Collaboration and Gamification 58
4 Customer-Oriented Strategies and Gamification—The Example of Open Customer Innovation 59
Abstract 59
4.1 Introduction 59
4.2 Open Innovation 60
4.2.1 Definition and Forms 60
4.2.2 Advantages and Risks of OCI 61
4.2.3 Perspective of Customer Integration 62
4.2.4 Perspective of Creativity and Motivation 64
4.2.5 Consequences for Customer Characteristics 65
4.3 OCI and Gamification 65
4.3.1 Gamification 65
4.3.2 Effects of Gamification 66
4.3.3 Game Mechanisms for OCI 68
4.4 Conclusion 68
References 69
5 Obstacles and Challenges in the Use of Gamification for Virtual Idea Communities 72
Abstract 72
5.1 Introduction 73
5.2 Motivation for Participation in VICs 74
5.3 Gamification 75
5.4 Game Design Elements 77
5.5 Obstacles and Challenges in the Gamification of VICs 78
5.6 Conclusion and Future Research 80
References 80
6 Boundaries of Open Innovation and Games 84
Abstract 84
6.1 Introduction 85
6.2 Possibilities for Applying Game Mechanics to Innovation Management 86
6.2.1 Gamification 86
6.2.2 (Multiplayer) OIG 89
6.3 Implications for Practice 92
6.3.1 (1) Planning and Design Phase 92
6.3.2 (2) Introduction and Operation Phase 95
6.4 Summary 96
References 96
7 Social Collaboration and Gamification 99
Abstract 99
7.1 Introduction 99
7.2 Literature Review and Theoretical Background 101
7.2.1 Social Collaboration 101
7.2.2 Gamification 102
7.3 Market Review 104
7.3.1 Methodology 104
7.3.2 Results 105
7.3.2.1 Chatter 105
7.3.2.2 IBM Connections 107
7.3.2.3 SharePoint 107
7.3.2.4 tibbr 108
7.3.2.5 Jive 108
7.3.2.6 Yammer 108
7.4 Discussion 109
7.5 Conclusion 111
Acknowledgments 112
References 112
8 A Serious Game as a Market Research Method for Purchase Decision Processes 116
Abstract 116
8.1 Introduction 116
8.2 Gaining Insights into the Purchase Decision Process 117
8.2.1 Relevance of Information Needs 117
8.2.2 Market Research Methods 117
8.3 Serious Games 118
8.3.1 Definition und Classification 118
8.3.2 Improving Market Research with Serious Games 119
8.4 The Game 120
8.4.1 Overview 120
8.4.2 Game Design Elements 122
8.5 The Game as a Market Research Method 122
8.5.1 Using the Game 122
8.5.2 Gaining Insights with the Game 123
8.5.3 Testing the Game 124
8.6 Conclusion 125
References 125
9 Engaging the Crowd of Stakeholders in Requirements Engineering via Gamification 127
Abstract 127
9.1 Introduction 127
9.2 Method Design 129
9.3 The CCRE Method 129
9.3.1 Feasibility Analysis 129
9.3.2 Context Analysis 130
9.3.3 Crowdsourcing Preparation 131
9.3.4 Crowd Involvement 132
9.3.5 Requirements Identification 133
9.3.6 Focus Group Execution 133
9.4 Research Challenges 133
9.4.1 Challenges from a Case Study with CCRE 134
9.4.2 Challenges from Empirical Studies 134
9.5 Conclusion 136
Acknowledgments 137
References 137
Gamification and Learning 140
10 Reading with a Touch of Gameplay: Gamified E-Books’ Convergence with Classical Literary Worlds 141
Abstract 141
10.1 Introduction 141
10.2 Gamified E-Books’ Convergence with Literary Worlds 142
10.3 Method 144
10.4 The Material Universe 148
10.5 Empathy with Characters 150
10.5.1 Empathy Through Perception 150
10.5.2 Empathy Through Choice 151
10.5.3 Empathy Through Emotions 151
10.6 Living in the Medium of Text 152
10.7 Conclusion 153
References 153
11 Gamification of Teaching in Higher Education 155
Abstract 155
11.1 Introduction and Motivation 155
11.2 Theoretical Foundations 156
11.2.1 University Teaching 156
11.2.2 Game Mechanics and Gamification 157
11.3 Application of Game Mechanics to University Teaching 158
11.3.1 GamEducation 158
11.3.1.1 GamEducation—A Case Study 159
11.3.1.2 Evaluation of GamEducation 161
11.4 Conclusion and Discussion 164
References 164